Avangate's presentation at Affiliate Summit East 2011 - discover some of the most successful ways to promote software online as an affiliate. See how others are doing it, learn from the best.

1. 5
So%ware
Niche
Affiliate
Success
Stories
Michael
Ni,
CMO/SVP
Marke<ng
&
Products

2. Who
are
you?
Affiliates,
ISV’s,
networks,
vendors
…
www.avangate.com
2

3. 5
So%ware
Ver<cals
Affiliate
Success
Stories
What
Are
Some
of
the
Best
Prac<ces
to
Drive
Conversion
in
a
So%ware
World
! The
So)ware
Ver.cal
! Why
It’s
Good
…
! …
and
in
which
Sub-­‐Categories
! 5
case
studies
in
So)ware
Affiliate
Success
! What’s
Your
Next
Move
www.avangate.com
3

4. Vendors
www.avangate.com
4

5. Merchants
www.avangate.com
5

6. Merchants
www.avangate.com
6

7. Affiliates
www.avangate.com
7

8. Affiliates
Affiliates
www.avangate.com
8

9. The
So%ware
Ver<cal
The
Market
! The
So)ware
Market
Worldwide
is
es.mated
at
over
$260
billion
! SaaS
is
a
$12
billion
market
(2011)
growing
to
$21
billion
in
2015
growing
at
over
15%
a
year
! Year-­‐over-­‐year
growth
in
other
key
so)ware
categories
around
6-­‐10%
! So)ware
is
fundamentally
purchased
online
…
! …
with
Affiliate
sales
contribu.ng
an
addi<onal
10-­‐15%
to
so%ware
vendors’
online
sales,
with
some
contribu.ng
over
30%
www.avangate.com
9

10. Affiliate
Preferences
to
Date
Up
to
20%
already
choose
so%ware
related
categories
Jewelry
&
Accessories
Computers
&
Insurance
/
Financial
Electronics
! So%ware
is
included
in
Services
8.97%
several
ver.cals
-­‐
Health
&
Beauty
Home
&
Garden
accoun.ng
for
up
to
Green
/
Eco
Magazines
20%
of
the
affiliate
Gi)
Cer.ficates
Medical
Food
&
Entertaining
preferences*
Flowers
&
Gi)s
Office
&
Business
So%ware
7.46%
Financial
related
Event
Tickets
Department
Stores
Pets
Real
Estate
Da.ng
Apparel
Career
/
Business
Travel
&
Spiritual
Auto
Outlet
&
Discount
Opp
Books,
3.73%
Sports
&
Movies
&
Wedding
Recrea.on
Music
Educa<on
Toys
&
Hobbies
Gaming
0.4%
Contests
/
Giveaways
0.1%
*
According
to
the
data
in
the
AffStat
Report
2010
www.avangate.com
10

11. Advantages
of
Promo<ng
So%ware
Fast
Selling,
Low
Maintenance,
Recurring
Revenue
1. GREATER
COMMISSIONS

bigger
affiliate
margins
(generally
up
to
85%)
compared
to
physical
products
(generally
up
to
50%)
2. MORE
CHANCES
TO
CONVERT
VISITORS

try
before
you
buy,
“Freemium”
3. EASIER
TO
SELL

known
need,
does
not
have
to
be
touched,
immediate
gra.fica.on,
ahrac.ve
prices
for
customers
4. EASIER
TO
HANDLE

no
hassles
over
delivery,
.me
zones
-­‐
as
in
some
physical
products
5. AN
ANNUITY

recurring
revenues
opportuni.es,
upgrade,
renewals
focused,
mul.ple
modules
and
related
add-­‐on
opportuni.es
www.avangate.com
11

12. Top
Selling
So%ware
Categories
Consumer
Titles
Comprise
the
Bulk
of
Affiliate
SW
Sales
! U<li<es/Security:
est.
$
3
bln.
market
in
2011
! Audio-­‐Video
Tools:
est.
$
2.5
bln.
in
2011
! Produc<vity:
est.
$
10
bln.
in
2011
! Games:
est.
$
47.5
bln.
in
2011
www.avangate.com
12

13. Challenges
What
Do
Prospects
Need
to
Get
Past
to
Make
a
Decision
! A
considered
purchase
Price
point,
Dependencies,
Complexity
! Fear,
uncertainly,
and
doubt
Malware,
Security,
Compa.bility
! Comparability
…
Trial
Price,
Func.onality,
Reputa.on,
Credibility,
Vendor
Longevity,
Support
What
are
some
of
the
best
prac.ces
to
helping
prospects
along
…
www.avangate.com
13

14. WHILE
THERE’S
NO
RECIPE
FOR
SUCCESS…
PROVEN
IDEAS
CAN
ALWAYS
HELP
5
examples
in
the
Avangate
Affiliate
Network
www.avangate.com
14

15. IncrediMail
So%ware
Vendors
as
Affiliates
www.avangate.com
15

16. Freemium:
IncrediMail
Free
www.avangate.com
16

17. Freemium:
IncrediMail
Plus,
Toolbars
www.avangate.com
17

18. IncrediMail
! Offers
email
customiza<on
tools
&
widgets
 “Leadership
in
trailing-­‐edge
technology”
 Brings
value
into
very
commodi.zed
market
! Secrets
to
IncrediMail
Success
 Feature-­‐filled,
func.onal
Freemium
version
leads
to
Premium
“IncrediMail
Plus”
 Add-­‐ons
accessorize
Freemium
&
Premium
versions
to
expand
revenue
flow
from
exis.ng
customers
 Associates
with
other
complementary
vendors
to
cross-­‐sell
whenever
possible
 Uses
social
media
to
amplify
their
messages
about
“old-­‐fashioned”
communica.on
tools.
Use
“Crowd-­‐sourced”
endorsements
to
drive
popular
accessories
to
the
top
! IncrediMail
benefits
 Provides
con.nuous
added
value
to
their
customers
 Generates
addi.onal
interest
on
frequent
return
visits
www.avangate.com
add-­‐on
sales
with
conversion
rates
of
over
10%*
 Generates
18
*
Avangate
Affiliates
Network

19. Freeso%.tvbok.com
Original
Content
Freeso%.tvbok.com:
Original
Content
www.avangate.com
19

20. Freeso%.tvbok.com
Use
original
content
to
convert
audience
! FreeSo%.tvbok.com
 Affiliate
website
for
the
Japanese
audience
 Offers
“how
to’s”
for
various
so)ware
products
&
PC-­‐related
ac.vi.es
! Secrets
to
their
success
 As
an
affiliate,
Freeso).tvbok.com
promotes
video
tools
and
uses
tutorials
and
reviews
as
customer
conversion
pages.
! The
benefits
 Provides
added
value
to
its
website
visitors
(over
2
million
page
views
monthly)
 Generates
affiliate
sales
with
a
conversion
rate
of
over
0.8%*
*
Avangate
Affiliates
Network
www.avangate.com
20

21. BitsDuJour.com
Leverage
the
power
of
the
discount
coupon
BitsDuJour:
Power
of
Coupons
www.avangate.com
21

22. BitsDuJour.com
Leverage
the
power
of
the
discount
coupon
BitsDuJour:
Widget
www.avangate.com
22

23. BitsDuJour.com
Power
of
Coupons
! BitsDuJour
 Offers
heavily
discounted
so)ware
.tles,
each
deal
only
for
24
hours
 Leverages
coupons
and
sense
of
urgency
to
reach/grow
broad
audience
! Secrets
to
BitDuJour’s
Success
 Promotes
PC
&
Mac
so)ware
.tles
with
steep
discounts
(over
50%)
 Community
&
crowd-­‐sourced
W.O.M.
marke.ng
 Work
with
mul.ple
affiliate
networks
&
with
vendors
directly.
» Affiliate
cross-­‐sell
program
(widget
on
other
affiliate
websites)
» Vendor
program
(get
part
of
the
affiliate
commission
back)
 Seasonal
&
special
campaigns
–
BitsDuJour
Holiday
Bundle
! The
Big
benefit
 Discounted
product
offers
generate
a
conversion
rate
of
over
20%*
*
Avangate
Affiliates
Network
www.avangate.com
23

24. Myce.com
User
generated
content
&
communi<es
to
deliver
affiliate
promo<ons
Myce.com:
User
Generated
Content
&
Communi<es
to
Deliver
Affiliate
Promo<ons
www.avangate.com
24

25. Myce.com
User
Generated
Content
&
Communi<es
to
Deliver
Affiliate
Promo<ons
! Leverages
the
Shared
Bond
of
Community
 Website
targeted
to
consumer
electronics,
gadgets
and
technology
community,
engaging
members
into
reviews,
discussions
and
forums
! Secrets
to
Myce.com’s
success
 Power
of
user
generated
content
 Create
a
strong
community
around
it,
ahrac.ng
traffic
 Contextual
adver.sing
used
to
generate
sales
 Crowd-­‐sourced
promoted
so)ware
in
specialized
sec.ons
and
forums
! The
Big
benefit
 Added
value
through
reviews
and
social
interac.on
on
forums
and
discussions
 Affiliate
conversion
rate
of
over
1.5%*
*
Avangate
Affiliates
Network
www.avangate.com
25

26. Siliconac<on.com.br
Product
catalog
with
localized
user
experience
SiliconAc<on:
Extensive
Catalog,
Local
User
Experience
26
www.avangate.com

27. Siliconac<on.com.br
Product
catalog
with
localized
user
experience
SiliconAc<on:
Installment
Plan
www.avangate.com
27

28. Siliconac<on.com.br
Product
catalog
with
localized
user
experience
SiliconAc<on:
Brand
and
Product-­‐Specific
Keywords
on
local
markets
28
www.avangate.com

29. Siliconac<on.com.br
! Product
catalog
with
localized
user
experience
 Brazilian
product
catalog
/
e-­‐tailer
selling
so)ware
online
with
over
1,400
.tles
! Secrets
to
SiliconAc<on’s
success
 Localized
buying
experience
(localized
payment
methods,
installment
plans,
etc.)
 Recognize
their
role
in
suppor.ng
local
purchase
user
experience
rather
than
deep
inves.ga.on,
comparison,
considera.on
 Generate
traffic
via
targeted
PPC
campaigns,
newslehers
and
adver.sing
serving
as
a
regional
conduit
for
latest
so)ware
availability
 Uses
both
the
affiliate
and
reseller
model
being
flexible
to
offer
the
largest
selec.on
! The
Big
benefit
 Generate
sales
as
an
affiliate
with
a
conversion
rate
of
~20%*
 Linked
to
from
vendors
to
handle
traffic
from
that
region,
trusted
to
use
AdWords
*
Avangate
Affiliates
Network
www.avangate.com
29

30. Takeaways
! So)ware
is
a
rich
ver<cal
that
has
inherent
advantages
to
be
sold
online
…
both
standalone,
as
well
added
onto
exis.ng
affiliate
sites
! Consumer
focused
so)ware
categories
currently
perform
best
…
! …
but
growing
opportuni<es
in
business,
and
SaaS
solu.ons
crea.ng
interes.ng
niche
possibili.es
in
this
huge
market
($12
billion),
not
to
men.on,
educa.on
! Get
started
-­‐
join
a
dedicated
so)ware
affiliate
network
–
let
them
handle
tracking
&
payments
and
benefit
from
their
advanced
marke.ng
features
! PC
business
maybe
declining,
but
in
the
post-­‐PC
era,
the
so%ware
business
is
more
vital
than
ever
! Finally
…
www.avangate.com
30

31. Find
a
parade
and
get
in
front
of
it!
www.avangate.com
31

32. Thank
you
Avangate
Inc.
Redwood
City
CA.,
USA
Tel:
+1
650
249
5280
Avangate
B.V.
Amsterdam,
The
Netherlands
Tel:
+31
20
890
8080
info@avangate.com
www.avangate.com